Today, Foot Locker
finds itself in an enviable position. While the Seahawks didn’t come out on top
(who calls a pass play on the 1 yard
line?!?!!?), Foot Locker employee Chris
Matthews is giving the retailer the Cinderella story of all Cinderella
stories.

In February of 2014, Chris Matthews wasn’t an NFL player…he
was an employee at Foot Locker. He got the call to try out and was named to the
practice squad of the Seattle Seahawks. They didn’t make him an official member
of the roster until December 6, 2014.

Four short weeks later, he was on his way to becoming the
MVP of the Superbowl having an interception and touchdown to his credit. If
only the Seahawks didn’t fowl up that play…

So, Foot Locker could be the real winner here, if they take
advantage of this situation.

My first boss used to harp the phrase, “You’ve got to know
the news to be the news”, rightly insisting that we all study current events so
that we could newsjack
appropriately.

This is that moment for Foot Locker.

What could they do? First off, sign Chris Matthews to a
spokesperson campaign.

Do it now: the key to newsjacking is immediacy.

Do a full nationwide TV assault with the man. New store
openings, social media out the wazoo, PR blitz.
You get the drift.

These opportunities don’t come around all that often. But,
we’ve seen a few examples this year, like with Jimmy Fallon decided he wanted to
buy a truck with some of his new Tonight Show funds. Though Ford and Chevy
participated, Ram
stole the show, parking one right in
front of the studios.

We were fortunate enough to capitalize on a newsjacking
event ourselves, after first lady Michelle Obama worked with Dryel-spokesperson
(and CBS’ The Good Wife costume designer) Dan Lawson on her most recent SOTU
wardrobe.

I’m anxious to see how Foot Locker runs with this ball. And,
if they need a quarterback to draw up a play? The team at MLMC is up for the
challenge. Call us.

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Who We Are

Megan Licursi, principal of MLMC, is a long-time public relations, marketing and project-management professional whose award-winning work has benefited clients across the consumer, business, government and non-profit sectors. Licursi brings to clients a string of success developing and executing programs that reach highly targeted audiences to achieve strategic business and policy results.